Bates to transform sales division into international outfit

The Bates network is marking its impending independence from the Cordiant group by transforming the sales promotion agency it established in Britain five years ago into a global brand.

The Bates network is marking its impending independence from the

Cordiant group by transforming the sales promotion agency it established

in Britain five years ago into a global brand.



The operation, called 141, will become a new subsidiary of Bates

Worldwide and evolve into its principal below-the-line resource.



The 141 agency was formed chiefly in response to the demands of the

network’s biggest global client, British American Tobacco, which has

been forced to explore new media opportunities to sidestep growing

restrictions on tobacco advertising.



As a result, 141 has accumulated a wealth of expertise which will be

used to drive the operation into new markets and broaden its business

base.



Michael Bungey, the Bates Worldwide chairman, said the development of

141 would have gone ahead irrespective of the demerger, but was in line

with his intention to develop Bates into a fully integrated marketing

communications company.



’This is going to be one of our major growth oppor-tunities,’ he added.

’The amounts being spent by clients on traditional media are

declining.’



The 141 operation, which claims billings of dollars 200 million, has

offices in 17 countries including the UK, the US and Japan. But plans

are in hand to expand further into Europe and Asia either through

acquisition or start-ups.



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